Romania is a good patriarchal country where men are not encouraged to-be by themselves. “You’re the difficult intercourse, do not scream, cannot display your feelings, score an effective “man” job, feel hard escort services Thousand Oaks, draw it!” was a conversation in most loved ones. The latest promotion tip: challenge such stereotypes and you will convince Romanian people to be on their own through relatable stories.
THEME/Chance
An international rebranding looked to aside function as the best window of opportunity for Remington getting its own sound inside Romania. It actually was Remington’s earliest telecommunications venture into the Romania, after many years of silence. Naturally, the job included several fantasies: so you can renew Remington’s photo in Romania, to shine dialogue within the brand and to improve sales having their hero product lines.
Lookup
Remington’s address is actually a general audience of individuals, 18 to 45 years old. Yet not, search proved one to men people thought the brand due to the fact a brand for females. With such as for example an interesting possible ahead, we paign and you can primarily address him or her. All of this, which have planned part of the objectives: share the content from rebranding, adapt it in your neighborhood, without neglecting the products that were in attention because of our very own systems intended for men and women.
Remington strategy spoke throughout the vulnerability and care about-acceptance from inside the Romania, a great patriarchal nation in which men are named the tough intercourse and you will people because weaker intercourse. Our very own venture confronted which impression and you can stereotypes while improving sales getting Remington. We desired to make to the one’s inner notice second thoughts that assist somebody, especially people, feel the bravery so you’re able to difficulties personal stereotypes and build a lifestyle of one’s own “Indrazneste sa fii TU!” – campaign’s tagline inspired from the internationally position is virtually saying “dare getting oneself”.
Execution
The campaign () involved several tactics, some of them approaching women, others targeting men and some other targeting both categories. The Confident Series. The photo and editorial project we started with Andreea Retinschi and Andreea Verde gathered stories on the thinking-love and you may care about-acceptance. Self-love takes over. We collaborated with one of the biggest online magazines in Romania and – for one episode – we turned their love and sex show into a self-like inform you. Women say… In this editorial project involving Simona Tache we interviewed tens of different women on hot topics such as years, motherhood and you may social challenges affecting ladies in Romania. Real men/women, real trials. Influencers tested the products while answering questions from their followers starting a much-needed conversation about vulnerability and self-acceptance.The next phase targeted men only. We started a conversation about men stereotypes in Romania and the unrealistic expectations society has from them, in a video series where different men tried to dismantle some of the most well-known stereotypes (“Men have dirty jobs”;“Men who show their feelings are weak”; “Men shouldn’t spend time in the kitchen”; “Men don’t need compliments“). The episodes can be watched on YouTube or on Remington Romania’s Fb page.
Analysis – Impact
The brand gained each other esteem and magnificent company impact. Strategy abilities: 5 billion someone reached. 700,one hundred thousand viewpoints. 73,100000 personal connections. 1,600 all-natural progress to the Remington’s Instagram account. Men points conversion process expanded from the twenty-four% and women affairs transformation increased by the 7%. “I’m absolutely crazy about this campaign”. “Remington performed it chill matter. We want so much more!”. “One of the most real strategies in the Romania not too long ago”.
Creativity And you will Innovation
I requested our selves what it way to end up being your genuine worry about. Would it be whenever you are vulnerable otherwise if you find yourself strong? Confident otherwise skeptical? The solution we receive are that being the correct care about involves interacting with their complete possible whenever you are allowing wade every face masks. Why? Due to the fact nobody is able to be a better Your than you could potentially.
Even though some brands discuss transform or ease, Remington encourages the users showing their real and you may real selves, regardless of the ramifications. This is the way actual boldness looks.
